Generation Z (or “digital natives”, referring to the generation born from 1995 to 2009) is becoming the leading consumer in the Chinese automotive market. Besides the vehicle quality, Generation Z’s demand for an excellent digital service experience calls for upgrading the business model of automotive service. First, this study was motivated by three apparent problems found in the customer onboarding experience. Second, carrying deeper questions triggered by these apparent problems, this study conducted thorough research involving marketing research, competitor analysis, and interviews with BMW users and experts. Based on the research, this study defined the customer onboarding experience as the user experience during the whole customer onboarding that includes "seven phases and a divider", i.e., 1. Communication, 2. Configuration, 3. Test Drive, 4. Decision-Making, Purchase (the divider), 5. Waiting, 6. Handover, 7. Learning. Third, according to customer needs and company needs concluded from the research, this study improved the customer onboarding experience by making it more enjoyable, seamless, and holistic with a service design. The service design proposed various design solutions for each onboarding phase. And each design solution consisted of a touchpoint implemented by user experience design, user interface design, or product design. Finally, after analyzing the urgency of improvement for each onboarding phase for BMW, this study selected three touchpoints from the two most urgent phases to create high-fidelity concept designs, which acted as tangible examples for the onboarding phases with software and hardware support. The concept designs included two digital interaction designs and a product design, i.e., "Contextual Configurator" from the second phase "Configuration" and "Vehicle Status" and "Hologram in Pyramid" from the fifth phase "Waiting".
La generazione Z (nati tra il 1995 e il 2009, detti anche "nativi digitali") sta diventando la generazione di consumatori principale nel mercato automobilistico cinese. Oltre alla qualità del veicolo, la richiesta della generazione Z è quella di un’esperienza di servizio digitale eccellente che richiede un aggiornamento del business model del servizio. Esistono tre problemi evidenti nella onboarding experience del cliente, nei quali troviamo la motivazione di questo studio. Successivamente sono state sviluppate domande principali generate e motivate da questi problemi, che hanno condotto ad un approfondimento e una ricerca dettagliata coinvolgendo l’area del marketing, un’analisi dei competitors e interviste ad esperti ed utenti BMW. Sulla base della ricerca, l'esperienza di onboarding del cliente è stata approfondita e strutturata in "sette fasi e un divisore", ossia: 1. Comunicazione, 2. Configurazione, 3. Test Drive, 4. Processo decisionale, Acquisto (il divisore), 5. Attesa, 6. Consegna, 7. Apprendimento. In terzo luogo, in base alle esigenze aziendali e dei clienti, questo studio ha migliorato l'esperienza di onboarding del cliente rendendola più piacevole, continua e olistica tramite il service design. Il risultato sono state diverse soluzioni progettuali per ogni fase di onboarding del cliente; ogni soluzione progettuale è stata raggiunta tramite l’inserimento di touchpoint ed ha coinvolto la user experience design, la user interface design o il product design. Infine, dopo aver analizzato l'urgenza di miglioramento per ogni fase di onboarding per BMW, questo studio ha selezionato tre touchpoints tra le due fasi più critiche per creare dei concept che fossero esempi tangibili per le fasi di onboarding del cliente con il supporto di software e hardware. I concept sono due progetti di digital interaction design ed uno di design del prodotto: "Configuratore contestuale" dalla seconda fase "Configurazione"; "Stato del veicolo" e "Ologramma in Piramide" dalla quinta fase "Attesa".
A product service system design for improving the customer onboarding experience : an example for BMW customers in China
Zhang, Jiahua
2021/2022
Abstract
Generation Z (or “digital natives”, referring to the generation born from 1995 to 2009) is becoming the leading consumer in the Chinese automotive market. Besides the vehicle quality, Generation Z’s demand for an excellent digital service experience calls for upgrading the business model of automotive service. First, this study was motivated by three apparent problems found in the customer onboarding experience. Second, carrying deeper questions triggered by these apparent problems, this study conducted thorough research involving marketing research, competitor analysis, and interviews with BMW users and experts. Based on the research, this study defined the customer onboarding experience as the user experience during the whole customer onboarding that includes "seven phases and a divider", i.e., 1. Communication, 2. Configuration, 3. Test Drive, 4. Decision-Making, Purchase (the divider), 5. Waiting, 6. Handover, 7. Learning. Third, according to customer needs and company needs concluded from the research, this study improved the customer onboarding experience by making it more enjoyable, seamless, and holistic with a service design. The service design proposed various design solutions for each onboarding phase. And each design solution consisted of a touchpoint implemented by user experience design, user interface design, or product design. Finally, after analyzing the urgency of improvement for each onboarding phase for BMW, this study selected three touchpoints from the two most urgent phases to create high-fidelity concept designs, which acted as tangible examples for the onboarding phases with software and hardware support. The concept designs included two digital interaction designs and a product design, i.e., "Contextual Configurator" from the second phase "Configuration" and "Vehicle Status" and "Hologram in Pyramid" from the fifth phase "Waiting".| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/190316